Monday, October 29, 2012

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Saturday, October 27, 2012

As you may have noticed, bad writing is growing like a disease, especially online. Bad writing is boring, rambling, convoluted. Overly wordy or a grammatical nightmare.

Bad writing has no direction or too many directions. It can show up on your website, in emails, direct mail, ads, brochures, catalogs or just about anywhere.

At best, missed opportunities slip away.

At worst, potentially serious consequences can occur.

Rather than set your company apart in a positive way, bad writing reflects poorly on your company and may cause you to lose face with those you are wooing. Even damage your brand and credibility.

I call this the embarrassment factor. And there are plenty of examples, such as:

Buzzword salad: "utilizing paradigms of support validation strategies of assessment" Overly hyped "we're a thought leader with an established legacy of innovation and we will continue to take the company to the next level in every encounter... " Self Important: Dow Corning's "Innovative solutions for wound management," simply means "bandages." Says nothing. The owners of the company have made a commitment to continue to provide excellent service and expertise which has led to the success of these firms through the years

Even if you avoid these pitfalls you are not home free.

Another potential powder keg is the very real possibility of saying the wrong thing. Or saying the right thing in the wrong way, by that I mean assuming the wrong style or tone for your target audience.

For example, a blog for moms must take a different approach and use different lingo than one for bankers... boxers... or baristas. Getting this right is not easy, yet it is critical to the success of your written communication. I call this the off-key factor.

There are things you can do to sidestep these landmines and create business communications that sing, generating leads and sales.

Take a look at all of your messaging

Are your customer communications weak and unconvincing? Are they suffering from obesity? Most writing, especially for the web, should be cut back by half. Could your communications be from Anycompany USA?

This could spell death for a business.

As I mentioned, most writing on websites, press releases and blogs is boring, egotistical or corporate-speak. Brochures are often a litany of we do this we do that rather than describing how products and services benefit the customer.

Think of it this way: Tell them about their thick, bright, green lawn rather than the ins and outs of your grass seed. See the difference?

Then take the bold step of developing a company personality - and let that personality shine through.

Let's take a peek at the company New Pig. They stand out with a memorable name and play it up. They are a company that produces serious safety and industrial products that doesn't take themselves too seriously.

Here's what they say:

"We're a company with a really odd name... whose employees call each other "Piggers" or "Partners in Grime®." We create award-winning products to make your job easier... and we're absolutely, positively dedicated to helping our customers keep their facilities clean and safe. We know from experience that a clean, safe workplace is more productive."

Their catalog is called a Pigalog®.

You can call them at 1-800-HOT-HOGS and write them at One Pork Avenue. Wouldn't you remember them if you had an industrial spill?

If New Pig is too way out for you, there are plenty of other ways to get noticed.

Take Ben and Jerry's Ice Cream, a company that's extra inventive about how they talk about their products and communicate with customers.

Their site includes a Scrapbook of the company history which mentions building the world's largest ice cream sundae... launching a cowmobile to criss-cross the country giving away free scoops... and details their environmentally-friendly activities.

You'll also notice how funky and original the names of their products are - like Kaberry KaBOOM, for example, full of cracklin' candy to tingle your tastebuds.

Doesn't that make you want to run out and get a cone?

Bottom line: Whether your audience is other businesses or consumers, there's a way to talk about your company and products that will help you stand out in the marketplace.

Start by putting yourself in the shoes of your target audience. Think like your prospects.

What drives them? Keeps them up at night? What are their hopes and dreams? Worries and concerns? Fears and anxieties? Guilt or shame?

The more you know about your prospects and what makes them tick, the better you will be able to craft an ad, web page, direct mail piece or other communication that hits their hot-button issues. Then you can write from that perspective and position your product as the solution to their problems.

How do you get to this information?

If you have sales reps or other front-liners, speak to these folks. Call key customers and ask them directly. Or use an online survey tool like SurveyMonkey.

Speak to different customers differently

The days of one size fits all marketing are long gone. When you are writing the copy for a promotion, create different versions. Each version should feature a different offer to appeal to different segments of your audience, such as your most loyal customers versus first time buyers or prospects.

This will give your prospects and customers the feeling you are speaking to them personally because you are addressing their situation and their biggest desires or concerns.

Stay in front of your target audience at least 5 times a year - and as much as they will allow.

Most people don't respond to an offer the first time.

Perhaps your promotion hit too early in the buying cycle. Perhaps your prospect does not need or want what you are selling right now, but may be persuadable in the future. Some people need to see something a few times for it to register.

Also, vary the channel and format, switching between emails, postcards, articles even hand-written notes, since different forms of communication hit each of us differently and more channels = better response.

Up to 35% better.

Your aim is to stay on the radar of your audience at a frequency that is comfortable for them. How do you know what that frequency is? You can experiment, and monitor response until you find the sweet spot. Or you can survey your audience and send out promotions in accordance with individual preferences.

Once you treat your prospects and customers as individuals and take their specific likes and dislikes into account your marketing success will skyrocket.

That's the big picture - let's get down to the nitty gritty of how to write an actual promotion.

You can get in the right mindset by recalling that good writing has a strong purpose, so be clear what that purpose is for every business communication you write. Make it a "wow" experience by firing your biggest guns first and staying on target. You've heard of the upside down pyramid, right?

This means when it comes down to doing the actual writing, spend 90% of your time coming up with a good headline or subject line.

Imagine that you are a fisherman... the headline is your bait. If you do not use the right bait you will not catch fish. You must hook your prospect right from the get-go or you will not have the opportunity to go on to clinch the sale.

Four tips for effective headlines

First and foremost, your headline must capture the attention of your prospect. Clarity is key - the meaning of the headline should be crystal clear, and the benefits to the prospect immediately apparent. The message must telegraph to your prospect that there is something in it for him. The headline should resonate so that he thinks, "This speaks to me personally!" You can accomplish this by stepping into the prospect's shoes and addressing his biggest concerns, as I suggested previously Lastly, your headline should pull the prospect into the copy, reeling her in with each word.

There is not one right way to create an effective headline. In fact, there are many ways. Here are the eight different kinds of headlines:

How-to News Question Command Reason why Testimonial Direct Indirect

Let's look at each one:

How-to - If your prospect wants to accomplish what the headline promises, she will read on News - Tout the benefit of a new product or service Question - Ask an interesting client-focused question that gets the prospect involved Command - Tell the prospect why it is in his best interest to act Reason why - Present facts that set you up as an expert Testimonial - Overcome objections and gain credibility by having your clients sell for you Direct - Announce a sale or limited-time offer Indirect - provoke curiosity and motivate the prospect to find out more

To determine if the headline you've chosen succeeds, you can try it out on a small segment of your audience, run a test where half sees one headline, half another (known as a split test or A/B split) or test different headlines in consecutive days, weeks or months when split tests are not available.

Let's look at a variety of vehicles from search engine listings to web pages and landing pages to see how effective headlines can hook more readers.

Search engine listings

I read in a Marketing Sherpa Search Benchmark Study that when your prospects are in search mode, they don't bother to read the entire listing - even though it contains so few words.

Their advice regarding search listing headlines: "The first two to three words pack a bigger wallop than words further on."

So, not only do you need to write a compelling headline, but one that conveys key information at the front end, not the back end.

Here's another point to consider:

To optimize your headline for the search engines, limit your head to 65 characters. Yes, a space counts as a character. The search engine will likely cut you off in mid-thought, which is another reason to frontload your headline with must-know information and nice-to-know information later on.

Landing pages and web pages

At a seminar I attended on optimizing landing pages, the speaker indicated that phrasing the headline as a question pulled more responses than a headline that began with the word Free.

Effective headlines for web pages can begin with questions as well. Why does this work?

Because you pique the curiosity of your reader, who wants to find out the answer to the question.

Use the body copy to give reasons why your prospect should take an action

You ultimately want your prospect to act, whether it is call, click, buy now, donate, subscribe or some other action.

Give her reasons to take that action. Tell her what you want her to do, then tell her again. And again, continuing to motivate your reader to perform the action you desire.

Your mission, if you choose to accept it, is to assess your company communications through a new lens!

If you discover your communications are flat, from Anycompany USA or worse, I can help inject personality into your copy, re-name your products and services and come up with a brand-building tagline.

I create all kinds of written communications - in print, on the web and for integrated marketing campaigns - copy + creative that boosts leads and sales.

Should you get stuck in the next 30 days, I can offer you a complimentary copy check-up for an ad, brochure or web page. I'll analyze what you have done well... what could be improved and include tips to get up to speed... so you get better results. Normally a $350 value, for those in this room, it's yours free.

Monday, October 22, 2012

As an owner of a service-based business, finding different ways to position your offerings doesn't have to be a struggle. In fact, it could just as simple as taking a stroll through your local grocery store. You can get great promotional ideas by looking at products on the shelf in the store, flipping through magazines and reviewing ads and paying close attention to commercials airing on television.

When brainstorming campaign ideas, look to strategies that are being employed by consumable product manufacturers. Whether it's laundry detergent or a bottle of salad dressing, we are exposed to special offers throughout the day.

Here are several ways you can market your services like a consumable product:

Bonus features

When a movie goes onto DVD or Blue-ray to sell for in-home viewing, many times the release will contain deleted screens, optional endings and interviews with performers. What bonus can you offer to entice a client to make a purchase? A free, 30-minute consultation, a bonus question and answer session, a free report or analysis?

Co-branding

Co-branding occurs when you join together two or more products into one promotion. Think about how the Keurig single-cup brewing system. It is co-branded with a litany of iced and hot beverage manufacturers, including Green Mountain Coffee, Celestial Seasonings Tea and Swiss Miss Hot Cocoa.

Let's say you own a CPA firm and you want to create a special offer for tax season to attract more clients. You could partner with a bookkeeping service and strike an arrangement to offer bookkeeping and tax preparation for one price. You can have co-branded materials created and cross-promote the special to both of your ideal client lists.

Coupons

Americans love their coupons. In fact, there's a television series that demonstrates how extreme couponers can buy massive amounts of products and take advantage of manufacturer coupons and in-store promotions to walk out the door paying next to nothing for their haul.

Couponing can work for just as easily for your service-based business. You can create a coupon for a percent or dollar discount on specific services or a buy-one, get-one half-off or free offer.

New and improved

You see the use of "new" or "improved" on products when they've been reformulated to perform better or provide more value than before. Have you revised or upgraded one of your services? If so, make bold note of it on your packaging.

Rebates

Rebates are ways to reward customers for making a specific purchase. For example, I recently attended an event that offered an incentive on the registration fee. I paid $1,495 upfront to attend. After I attended the event, I received a $500 rebate check in the mail for attending the actual event.

Redesigned packaging

How many times has your favorite laundry detergent had its packaging refreshed? It could be a different bottle or a change in the artwork on the actual bottle.

Simply redesigning your marketing materials is way you can redesign your own packaging.

Sampling

Sampling is a way to get your product into the hands of consumers by to offering a free trial or sample. Think of ways you can let your ideal clients take your services for a test drive. This could as simple as providing a complementary consultation.

Tuesday, October 16, 2012

All kinds of businesses require printing services for a variety of marketing campaigns. In order to make the best of print media marketing, or to portray a professional image for your business, it is important to ensure that all printed material is of the highest quality.

But how do you ensure top quality?

1. Know the type of printing you want

Unless you are sure about the kind of printing offered, you could end up with a bundle of printed material that looks like something straight out of Yellow Pages. There are different kinds of modern techniques in printing such as digital, lithographic and screen printing, to name but a few.

For example, Gravure printing is the best technique for brochures, magazines and other high quality items. So, check if the printer is able to provide the most suitable technique that suits your individual requirements.

2. Turnaround time

If the printing company delays delivery, it could create a lot of inconvenience for you. It could be very irksome, especially if it sets back the schedule of your marketing campaign. Before choosing a printer, ask them about the company's speed of production. Also ask previous customers about the company's turnaround time so that you can be sure about their delivery speed. After all it is best to double-check any claims made by the company with current clients to ensure they are accurate.

3. Delivery

You can save a lot of time and effort by choosing a service the delivers the printed material to your door. Every online printing service offers home delivery however, check how much the company charges for it. If you choose a local printer, it is still important to check if they do home delivery. This will give you an indication of the quality of services, their flexibility and efficiency.

4. Cost

Cost is always important so that you don't end up exceeding your budget. The best way to get an idea about costs is to request quotes from a few printing services. Comparing and analyzing them will give you an idea about the current costs of printing. It also helps you obtain a good bargain. Don't forget to compare like with like so make sure the paper and printing processes used by all of the companies are identical.

5. Customer service

The business you choose should be always open to communicating with you, discussing your project and making any alterations that you think are necessary. The service should offer proofs before printing. A printing service that is responsive to your needs and is prompt in responding to your questions is always a good choice.

Choosing a quality printing service becomes simple when you look for these five aspects.

Get the best results

If you want the best possible printing service we recommend you get a quote from a reputable, well-known company such as Fulprint. You can see their website by clicking here. They offer a free quotation together with in-house designers, quality printing, all sorts of finishing options and international delivery with a choice of payment methods.

Wednesday, October 10, 2012

There is nothing more important than location to reach your target audience. With TV or Internet marketing, you have to hope that your audience is watching your advertisement or visiting your web pages. Posters give you the advantage of allowing you to place them right in front of your target audience.

For example, if you are advertising for a new seaside restaurant, you can start by putting up posters around the beach and parking lots around the area. There is a good reason why subways and banks are cluttered with posters. These are places where people wait and are sure to have the time to read your poster and jot down your contact information.

2. Attention span of your audience

A long rambling advertisement can cost you more air time but cannot retain the attention span of your audience. Brief, concise information of your services is more likely to impress people and encourage them to call for more information.

3. A picture can convey a thousand words

A good layout and use of appropriate colours in a poster are sure to attract more customers than an entire website full of attractive videos and images. Your poster does not have to be elaborately designed. It just needs to have all the details presented against an impressive background that draws attention to the content rather than the design.

4. Cost effective

It is by far the cheapest form of advertising. But it does not mean that prospective customers might view your business as down-market. All the biggest products and services in the industry are sure to use posters to advertise.

5. Serves to highlight your product

Almost all the biggest products in the market put out posters in malls and supermarkets to emphasise the availability of their products in the respective stores. Without such posters to guide customers, they may even be unaware of its availability.

6. Flexibility of size

The best thing about posters is that you can customise them to any size you want. You can print an array of sizes and use them according to the space available.

7. Keep it fresh

Since you will not be spending much on them, you can keep things fresh by going in for new colours and fonts and updating the content as and when needed.

Taking your business and services to a new market is always a challenge. However, that is exactly what poster printing brings to the table. The familiarity of constantly coming across your posters can bring in new customers for your business.

Thursday, October 4, 2012

It is the process of educating and creating interest in target prospects for products or services of your business. B2B lead generation is for companies who deal only with other businesses.

Who are the target prospects?

Target prospects are the important stake holders (who are involved in decision making) in the target companies with the potential to purchase your product or services.

Target companies are primarily filtered by:

Geography Target industry - Prioritize the industries as per the market size and growth/penetration possibility Annual revenue Other custom characteristics

What is a lead?

Lead is a qualified prospect who is interested in buying or knowing more about your product or services. A lead is qualified by asking few qualifying questions set by sales team. Example of the qualifying questions are: When are you planning the purchase? Do you have the budget for this financial year?

Small and mid-sized companies have limited marketing and sales resources. The solution to the management debate, "Who should direct and manage B2B lead generation campaigns?" is an "Inside sales team". Inside sales teams is responsible for pre-qualifying marketing leads, executing tele-calling campaigns, account profiling and research and finally delivering quality B2B leads to the sales team. An inside sales team needs lot of support in terms of training and campaign messaging from sales and marketing teams. Marketing team needs to make sure that it clearly sets mechanism for messaging approval, offers, campaign response management and campaign tracking. Sales team also needs to make sure that they give proper instructions to inside sales reps for reporting, appointment setting, calendar invite set up and prospect list/CRM management. You can also hire a B2B lead generation services company to manage your campaigns.

Setting goals for campaigns

Monthly/quarterly/yearly targets for qualified leads and inquiries should be set which should be in sync with sales revenue targets. It is important to consider sales cycle length and lead conversion ratio. Based on goals proper B2B lead generation methods should be chosen. Finally, all the marketing and inside sales expenditure should be tracked against set ROI goals.

Finally, 7 steps to generating qualified leads:

Identify your target prospect Set campaign budget and goals Decide the method/channel for B2B lead generation Develop and design campaign messaging Personalize marketing collaterals and special offers Set up campaign tracking - Campaign can be tracked using tools such as marketing automation solution, email campaign software or CRM. Execute the campaign